ActivChips - PowerPoint PPT Presentation
1 / 13
Title: ActivChips
1
ActivChips
- By Jordan, Louis, Robert, Tyrell, Seth
2
Product Description
- ActivChips is a product of a novel technology
called NSSL (Nano-sized self-assembled structured
liquids) - Technology is a development of minute compressed
micelles, which are called nanodrops. - Minute micelles serve as a liquid carrier, which
allows penetration of healthy components (such as
vitamins, minerals and phytochemicals) that are
insoluble in water or fats.
3
Product Description (contd.)
- The micelles are added to the food product, and
pass through the digestive system effectively,
without sinking or breaking up, to the absorption
site. - The minute micelles carry the phytosterols to the
large micelles that the body produces from the
bile acid - The phytosterols enter the micelle, thereby
inhibiting transportation of cholesterol from the
digestive system into the bloodstream. - This advanced technology is unique to MNFC and is
under a US Patent.
4
Points of Difference
- ActivChips have characteristics that make it
superior to competitive substitutes. - Frito-Lay has claimed a long standing commitment
to health and wellness. - However, in addition to
- Weight Management,
- Positive Nutrition, and
- Better Oils Strategy of Frito-Lay,
- ActivChips uses nanotechnology and nanocomposites
to create active, intelligent food which is
therapeutic by design.
5
Positioning
- ActivChips is a new intelligent and functional
food. - It has no trans-fat, therapeutically lowers
cholesterol. - It has been described by consumers as crispier,
tastier and more attractive than other chips on
the market. - ActivChips is to be positioned as a new snack
with marketing, packaging and advertising
concentrating on its functional properties.
6
Packaging
- Emphasize healthy image
7
Promotion
- Free Publicity
- New cholesterol-reducing technology
- First-to-Market
- Sunday Newspaper Inserts
- Upon product launch
- Induce consumers to try product
- Sponsor Sporting Events
- Focus on marathons
- Free logoed promotional items
- Use athlete as spokesperson
- All Advertising will Focus on Creating Healthy
Image
8
Distribution
- Through Food Distributor
- Buys our ActivChips
- Warehouses it
- Resells and Delivers on store-by-store basis
- Grocery retailers/Health food stores
- Cub Foods
- Kroger
- GNC
- Minnesota Foods will let our Distributor control
physical distribution aspects of ActivChips.
9
Price
10
Market Segmentation
- Variables
- Demographics
- Age 30
- Both male and female
- Geographic Segmentation
- Average to higher income
- A Social grade of C2 or higher
- Average and higher end groceries
11
Market Segmentation
- Mediagraphic Segmentation
- Read the Paper, Radio, TV
- Behavioral Segmentation
- Aware and Informed consumers
- Heavy and medium users
- Consumers that want quality, status, service, and
value-for the money - Medium to total loyalty status to product
- 37.13 or 101 million people in USA have high
cholesterol - http//www.wrongdiagnosis.com/c/cholesterol/preval
ence.htm
12
Segmentation Target Market
- Healthy
- 30 age group
- New product buyers
- Active/sports
- Target market run off
- feel good snack
13
Thank You
Recommended
CrystalGraphics Presentations
